7.3 billion is the approximate population of our globe. Facebook, as per the latest stats, has 1.3 billion registered users (and Facebook is banned in China!). One sixth of the world’s population is hungrily consuming, sharing, interacting and discarding content on the Internet. We are all talking about ourselves, our families, our loved ones, sharing our thoughts, emotions, ideas, actions and simply our day to day lives with the hundreds and sometimes thousands of “friends” that we have (accumulated) on social networking platforms.

When brands and businesses begin life on social media, they tend to do so with caution. They pick one tool, try it to get their feet wet and then wait to see what happens. It is quite natural that a brand wants to test a few channels of marketing without a brand-wide commitment from the word go. In this time and age, social media does allow for experimentation (within limits!), building upto strategy and tactics.